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EXECUTIVE SUMMARY
Milk and milk products are a basic food in many societies where cattle and other
animals form an important part of the agricultural production system. If you review the
history of dairying in most the European and North American countries, one sees the
share of liquid milk and milk products in the dairy industry changing over of economic
and technological development in their societies.
In developing countries like India depending on the level of the dairy industry,
products range from a few indigenous dairy products and raw milk to pasteurized liquid
milk and milk products and a small proportion of other LUXURY products. Thus
liquid milk is still the most important base for developing the dairy industry in
developing countries.
India has become the worlds No.1 milk producing country, so it is also rich in its
milk products with output in the year 2010-2011 (marketing year ending March 2011)
forecasted at 95 million tonnes. In the India context of poverty and malnutrition, milk has
a special role to play for its many nutritional advantages as well as providing
supplementary income to some 70 million farmers in over 500,000 remote villages.
After liberalization Indian market is open to wide competition in both consumer
market as well as industrial market. Industrial buying process is influenced by so many
factors. Before purchasing raw materials they conduct an intense discussion and buying
process passes through different stages and finally adopt suitable one.
Consumers consider many factors like quality service, price availability of
materials etc. while purchasing the raw materials.
The main objective of this study is to know the consumers perception and
retailers opinion about nandini milk products.
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The methodology of this study was collection of data through structured
questionnaire and personal interview with consumer in various areas of Bangalore city.
The sample size was 100 at simple random sampling method and 56 for retailers. Then
evaluation of collected data is been done.
It can be concluded that Nandini is one such a brand, which has entered the
daily life of the customers. It has the monopolistic market in some products and can be
utilized fully. BAMUL is one such organization where, it is striving hard for its customer
satisfaction. This project report at the end gives some suggestion, if adopted can lead to
much higher development in sales.










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MI LK PROCESSI NG I NDUSTRY GLOBALLY
a. History
Milk producing animals have been domesticated for thousands of years. Initially, they were part
of the subsistence farming that nomads engaged in. As the community moved about the country,
their animals accompanied them. Protecting and feeding the animals were a big part of the
symbiotic relationship between the animals and herders.
In the more recent past, people in agricultural societies owned dairy animals that they milked for
domestic and local (village) consumption, a typical example of a cottage industry. The animals
might serve multiple purposes (for example, as a draught animal for pulling a plough as a
youngster, and at the end of its useful life as meat). In this case the animals were normally
milked by hand and the herd size was quite small, so that all of the animals could be milked in
less than an hourabout 10 per milker. These tasks were performed by a dairymaid
(dairywoman) or dairyman. The word dairy harkens back to Middle English dayerie, deyerie,
from deye (female servant or dairymaid) and further back to Old English dge (kneader of
bread).
With industrialisation and urbanisation, the supply of milk became a commercial industry with
specialized, breeds of cattle being developed for dairy, as distinct from meat or, draught animals.
Initially, more people were employed as milkers, but it soon turned to machines designed to do
the milking. Farmer milking a cow by hand
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.Historically, the milking and the processing took place close together in space and time: on a
dairy farm. People milked the animals by hand; on farms where only small numbers are kept,
hand-milking may still be practiced. Hand-milking is accomplished by grasping the teats (often
pronounced tit or tits) in the hand and expressing milk either by squeezing the fingers
progressively, from the udder end to the tip, or by squeezing the teat between thumb and index
finger, then moving the hand downward from udder towards the end of the teat. The action of the
hand or fingers is designed to close off the milk duct at the udder (upper) end and, by the
movement of the fingers, close the duct progressively to the tip to express the trapped milk. Each
half or quarter of the udder is emptied one milk-duct capacity at a time.
In 1937, it was found that bovine somatotropin (bST or bovine growth hormone) would increase
the yield of milk. Monsanto Company developed a synthetic (recombinant) version of this
hormone (rBST). In February 1994, rBST was approved by the Food and Drug Administration
(FDA) for use in the U.S. It has become common in the U.S., but not elsewhere, to inject it into
milchkine dairy cows to increase their production by up to 15%.
However, there are claims that this practice can have negative consequences for the animals
themselves. A European Union scientific commission was asked to report on the incidence of
mastitis and other disorders in dairy cows, and on other aspects of the welfare of dairy cows. The
commission's statement, subsequently adopted by the European Union, stated that the use of
rBST substantially increased health problems with cows, including foot problems, mastitis and
injection site reactions, impinged on the welfare of the animals and caused reproductive
disorders. The report concluded that on the basis of the health and welfare of the animals, rBST
should not be used. Health Canada prohibited the sale of rBST in 1999; the recommendations of
external committees were that, despite not finding a significant health risk to humans, the drug
presented a threat to animal health and, for this reason, could not be sold in Canada.
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a. Structure of the industry

Wawa Dairy Farms in Pennsylvania
While most countries produce their own milk products, the structure of the dairy industry varies
in different parts of the world. In major milk-producing countries most milk is distributed
through wholesale markets. In Ireland and Australia, for example, farmers' co-operatives own
many of the large-scale processors, while in the United States many farmers and processors do
business through individual contracts. In the United States, the country's 196 farmers'
cooperatives sold 86% of milk in the U.S. in 2002, with five cooperatives accounting for half
that. This was down from 2,300 cooperatives in the 1940s. In developing countries, the past
practice of farmers marketing milk in their own neighborhoods are changing rapidly. Notable
developments include considerable foreign investment in the dairy industry and a growing role
for dairy cooperatives. Output of milk is growing rapidly in such countries and presents a major
source of income growth for many farmers.
As in many other branches of the food industry, dairy processing in the major dairy producing
countries has become increasingly concentrated, with fewer but larger and more efficient plants
operated by fewer workers. This is notably the case in the United States, Europe, Australia and
New Zealand. In 2009, charges of anti-trust violations have been made against major dairy
industry players in the United States. Government intervention in milk markets was common in
the 20th century. A limited anti-trust exemption was created for U.S. dairy cooperatives by the
Capper-Volstead Act of 1922. In the 1930s, some U.S. states adopted price controls, and Federal
Milk Marketing Orders started under the Agricultural Marketing Agreement Act of 1937 and
continue in the 2000s. The Federal Milk Price Support Program began in 1949. The Northeast
Dairy Compact regulated wholesale milk prices in New England from 1997 to 2001.
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Plants producing liquid milk and products with short shelf life, such as yogurts, creams and soft
cheeses, tend to be located on the outskirts of urban centres close to consumer markets. Plants
manufacturing items with longer shelf life, such as butter, milk powders, cheese and whey
powders, tend to be situated in rural areas closer to the milk supply. Most large processing plants
tend to specialise in a limited range of products. Exceptionally, however, large plants producing
a wide range of products are still common in Eastern Europe, a holdover from the former
centralized, supply-driven concept of the marketAs processing plants grow fewer and larger, they
tend to acquire bigger, more automated and more efficient equipment. While this technological
tendency keeps manufacturing costs lower, the need for long-distance transportation often
increases the environmental impact.
Milk production is irregular, depending on cow biology. Producers must adjust the mix of milk
which is sold in liquid form vs. processed foods (such as butter and cheese) depending on
changing supply and demand.
b. Operation of the dairy farm
When it became necessary to milk larger numbers of cows, the cows would be brought to a shed
or barn that was set up with bails (stalls) where the cows could be confined while they were
milked. One person could milk more cows this way, as many as 20 for a skilled worker. But
having cows standing about in the yard and shed waiting to be milked is not good for the cow, as
she needs as much time in the paddock grazing as is possible. It is usual to restrict the twice-
daily milking to a maximum of an hour and a half each time. It makes no difference whether one
milks 10 or 1000 cows, the milking time should not exceed a total of about three hours each day
for any cow.
As herd numbers increased so did the problems of animal health. In New Zealand two
approaches to this problem have been used. The first was improved veterinary medicines (and
the government regulation of the medicines) that the farmer could use. The other was the
creation of veterinary clubs where groups of farmers would employ a veterinarian (vet) full-time
and share those services throughout the year. It was in the vet's interest to keep the animals
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healthy and reduce the number of calls from farmers, rather than to ensure that the farmer needed
to call for service and pay regularly.
Farmers who are contracted to supply liquid milk for human consumption (as opposed to milk
for processing into butter, cheese, and so onsee milk) often have to manage their herd so that
the contracted number of cows are in milk the year round, or the required minimum milk output
is maintained. This is done by mating cows outside their natural mating time so that the period
when each cow in the herd is giving maximum production is in rotation throughout the year.
Northern hemisphere farmers who keep cows in barns almost all the year usually manage their
herds to give continuous production of milk so that they get paid all year round. In the southern
hemisphere the cooperative dairying systems allow for two months on no productivity because
their systems are designed to take advantage of maximum grass and milk production in the
spring and because the milk processing plants pay bonuses in the dry (winter) season to carry the
farmers through the mid-winter break from milking. It also means that cows have a rest from
milk production when they are most heavily pregnant. Some year-round milk farms are penalised
financially for over-production at any time in the year by being unable to sell their
overproduction at current prices.
Artificial insemination (AI) is common in all high-production herds.










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c. Industrial processing

A cooperative dairy factory in Australia.Interior of a cheese factory in Seine-et-Marne, France
Dairy plants process the raw milk they receive from farmers so as to extend its marketable life.
Two main types of processes are employed: heat treatment to ensure the safety of milk for
human consumption and to lengthen its shelf-life, and dehydrating dairy products such as butter,
hard cheese and milk powders so that they can be stored.
d. Transport of milk
Historically, the milking and the processing took place in the same place: on a dairy farm. Later,
cream was separated from the milk by machine, on the farm, and the cream was transported to a
factory for buttermaking. The skim milk was fed to pigs. This allowed for the high cost of
transport (taking the smallest volume high-value product), primitive trucks and the poor quality
of roads. Only farms close to factories could afford to take whole milk, which was essential for
cheesemaking in industrial quantities, to them. The development of refrigeration and better road
transport, in the late 1950s, has meant that most farmers milk their cows and only temporarily
store the milk in large refrigerated bulk tanks, from where it is later transported by truck to
central processing facilities.

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e. Temporary milk storage
Milk coming from the cow is transported to a nearby storage vessel by the airflow leaking
around the cups on the cow or by a special "air inlet" (5-10 l/min free air) in the claw. From there
it is pumped by a mechanical pump and cooled by a heat exchanger. The milk is then stored in a
large vat, or bulk tank, which is usually refrigerated until collection for processing.
Processing facilities
Pasteurization, homogenization
Cream extraction
Cheese making
Buttermaking
Caseinmaking
Yogurt processing








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MI LK PROCESSI NG I NDUSTRY I N I NDI A
The highest milk producer in the entire globe India boasts of that status. India is otherwise
known as the Oyster of the global dairy industry, with opportunities galore to the entrepreneurs
globally. Anyone might want to capitalize on the largest and fastest growing milk and milk
products' market. The dairy industry in India has been witnessing rapid growth. The liberalized
economy provides more opportunities for MNCs and foreign investors to release the full
potential of this industry.
The main aim of the Indian dairy industry is only to better manage the national resources to
enhance milk production and upgrade milk processing using innovative technologies.

a. Potential for investment in the dairy industry

Some areas of Indian dairy industry can be toned up by the evocation of differentiated
technologies and equipment from overseas. These include:
1. Raw milk handling: The raw milk handling needs to be elevated in terms of
physicochemical and microbiological properties of the milk in a combined manner. The
use of clarification and bactofugation in raw milk processing can aid better the quality of
the milk products.
2. Milk processing: Better operational ratios are required to amend the yields and abridge
wastage, lessen fat/protein losses during processing, control production costs, save
energy and broaden shelf life. The adoption of GMP (Good Manufacturing Practices) and
HACCP (Hazard Analysis Critical Control Points) would help produce milk products
adapting to the international standards.
3. Packaging: Another area that can be improved is the range of packing machines for the
manufacture of butter, cheese and alike. Better packaging can assist in retaining the
nutritive value of products packed and thus broaden the shelf life. A cold chain
distribution system is required for proper storage and transfer of dairy products.
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4. Value-added products: There's vast scope for value-added products like desserts,
puddings, custards, sauces, mousse, stirred yoghurt, nectars and sherbets to capture the
dairy market in India.
The Indian dairy industry has aimed at better mananamegemt of the national resources to
enhance milk production and upgrade milk processing involving new innovative technologies.
Multinational dairy giants can also make their foray in the Indian dairy market in this
challenging scenario and create a win-win situation for both.

b. India's Milk Product Mix
Fluid Milk 46.0%
Ghee 27.5%
Butter 6.5%
Curd 7.0%
Khoa (Partially Dehydrated Condensed Milk) 6.5%
Milk Powders, including IMF 3.5%
Paneer&Chhana (Cottage Cheese) 2.0%
Others, including Cream, Ice Cream 1.0%


c. Overview of the Indian Dairy Sector
The country is the largest milk producer all over the world, around 100 million MT
Value of output amounted to ` 1179 billion (in 2004-05) (Approximately equals
combined output of paddy and wheat!!)
1/5thof the world bovine population
Milch animals (45% indigenous cattle, 55 % buffaloes, and 10% cross bred cows)
Immensely low productivity, around 1000 kg/year (world average 2038 kg/year)
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Large no. of unproductive animals, low genetic potency, poor nutrition and lack of
services are the main factors for the low productivity
There are different regions developed, average, below average (eastern states of Orissa,
Bihar and NE region) in the dairy industry.
The dairy industry in India engages in the production and processing of milk and cream. It is also
involved in the manufacture of other dairy products like cheese, curd, yoghurt and many more.
The dairy industry specializes in the procurement, production, processing, storage and
distribution of dairy products.
India stands the first place in its share of dairy production in the international scenario. It
contributes about Rs 1,15,970 in the national economy. This ever-expanding industry provides
gainful employment to a vast majority of the rural households. It employs about 8.47 million
people on yearly basis out of which 71% are women.
d. Jobs In Dairy Industry In India
Jobs in dairy industry are concentrated in the fields of production and processing of dairy
products.
Dairy Scientists: The responsibility of the dairy scientists is to deal with collection of
milk and taking care of the high yielding variety of animals. Scientific tests are conducted
to analyze the effects of different kinds of food intakes and environment on the quality as
well as the quantity of milk produced. Research is also undertaken to further improve the
breeding of cattle and quality of milk produced.
Dairy Technologists: Dairy technology requires procurement officers who take the
responsibility of collecting milk from farmers, milk booths ad cattle-rearers. The
procurement officer should be well-acquainted wit the latest technology that is applicable
in maintaining the quality of milk in the process of transporting it to the desired location.
The processing of milk undergoes numerous steps and different levels of specialization
are required for each step to be completed successfully. Various quality control measures
are applied at each step of processing. Preservation of dairy products is very important
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since dairy products are highly perishable. The dairy technologists devise appropriate
methods to properly store and preserve the dairy products.
Dairy Engineers: The Jobs in Dairy Industry of dairy engineers is to set up and
maintain dairy plants.
Marketing Personnel: The marketing personnel deals with the sale and marketing of
milk together with milk products.












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2. COMPANY PROFILE
I NCEPTI ON AND BACKGROUND
On January 1
st
1958 a pilot scheme to cater the Bangalore Milk Market, Department of Animal
Husbandry, Government of Karnataka was started Milk processing facilities & Veterinary
Hospitals at National Dairy Research Institute (NDRI). Later in 1962, The Bangalore Milk
Supply Scheme came into existence as an independent body. With the great efforts by the then
Honble Minister for Revenue & Dairying, Government of Mysore Sri M V Krishnappa, A joint
venture of UNICEF, Government of India & Government of Mysore was dedicated Bangalore
Dairy to the people of Karnataka State on 23
rd
January1965 by the then Honble Prime
Minister Late Sri LalBahadhurShastriji. The Bangalore Dairy scattering over an area of 52
Acres of land, the Dairy had an initial capacity to process 50,000 liters of milk per day.
Bangalore Dairy underwent a structural change in December 1975, handed over to Karnataka
Dairy Development Corporation (KDDC). Rural Milk Scheme of Mysore, Hassan &Kudige
Districts was started under Operation Flood-II and then transferred to Karnataka Milk Federation
(KMF) in May 1984 as a successor of KDDC. To cater to the growing demand for milk by the
consumers of Bangalore City, the capacity was increased to 1.5 lakh liters per day under the
Operation Flood-II during 1981 and later increased to 3.5 lakh liters per day under Operation
Flood-III during 1994.

As per the policies of the National Dairy Development Board (NDDB), Bangalore Dairy was
handed over to Bangalore Milk Union Ltd., (Bamul) on 1
st
September 1988. The Union is
capable of processing the entire milk procured, by timely implementation of several
infrastructure projects like commissioning of New Mega Dairy state-of-the-art technology with a
processing Capacity of 6.0 Lakh liters per day, new chilling centers, renovation of product block
etc.,

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The milk shed area of Bamul comprises of 2611 revenue villages. As of now the Union has
organized 1803 Dairy Co-operative Societies (DCS) in 2,225 villages, thereby covering 85 % of
the total villages in these two districts. In these DCSs, there are 3,31,544 milk producer
members. Among them 105804 members are women and 59,235 members belong to Schedule
Caste and Schedule Tribes.

Establishment of the Union:
Bangalore Co-operative Milk Producers Societies Union Ltd. was established on 16
th

November 1976.
After the bifurcation of the above Union, into two separate union for Bangalore Districts
(Urban and Rural) and Kolar District, Bangalore Urban and Rural District Co-operative
Milk Producers Societies Union Ltd. (BAMUL) on 23
rd
March 1987.
Bangalore Dairy was took over by BAMUL on 1
st
September 1988.
Bangalore Mega Dairy started functioning on 17
th
December 2000
MMPO-1992 Registration No 42/R.MMPO/93
Bangalore Dairy ISO 22000-2005 & ISO 9001-2000 Certified by Standard Australia
International (SAI) Global Ltd., a reputed Australian based company during 2006.






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NATURE OF BUSI NESS (co-operative society)
The Bangalore Milk Union Ltd., (Bamul) was established during 1975 under Operation Flood
II by keeping Amul as its Roll Model. At present Bamul has Bangalore Urban, Bangalore
Rural &Ramanagaram Districts of KarnatakaState as its area of operation for Milk Procurement
and selling Milk in part of Bruhath Bangalore MahanagaraPalika (BBMP) area. Since its
inception the Union is constantly striving further for dairy development and marketing activities
in its milk shed area.

The philosophy of this co-operative milk producers organisation is to eliminate middlemen and
organise institutions owned and managed by milk producers, by employing professionals.
Achieve economies of scale of rural milk producers by ensuring maximum returns and at the
same time providing wholesome milk at reasonable price to urban consumers. Ultimately, the
complex network of co-operative organisation should build a strong bridge between masses of
rural producers and millions of urban consumers & achieve a socio-economic revolution in the
village community.

OBJECTIVES
To organize Dairy Co-operative Societies at Village level and dissemination of
information like good dairy animal husbandry and breeding practices & Clean Milk
Production through Extension Services.
To provide assured market & remunerative price for the milk produced by the farmer,
members of the co-operative societies.
To provide technical input services like veterinary services, artificial insemination,
supply of balanced cattle feed & Fodder seed materials etc., to milk producers.
To facilitate rural development by providing opportunities for self-employment at
village level, thereby preventing migration to urban areas, introducing cash economy
& opportunity for steady income.
To provide quality Milk and milk products to urban consumers at competitive prices.
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AREA OF OPERATI ON

Processing Plants Capacity Procurement
Bangalore Dairy 6,00,000 LPD

STORAGE PLANTS CAPACITY
7,30,125 KPD

PROCUREMENT
Anekal Chilling Center 60,000 LPD 57,075 KPD
Byrapatna Chilling Center 60,000 LPD 96,508 KPD
Doddaballapura Chilling Center 60,000 LPD 78,971 KPD
Hosakote Chilling Center 1,50,000 LPD 1,25,965 KPD
Solur Chilling Center 60,000 LPD 93,712 KPD
Vijayapura Chilling Center 1,00,000 LPD 88,608 KPD
Kanakapura Chilling Center 60,000 LPD 86,699 KPD
Bulk Milk Coolers 1,46,000 LPD 1,02,058 KPD

Although the milk procurement is done with in the state with the help of DCS located
throughout the state, as because it is an initiative of THE GOVT OF KARNATAKA
the organization has The Dairy has Export Licence for Skimmed Milk Powder,
Whole Milk Powder, Dairy Whitener, Ghee and Butter. And many of its products
are marketed in neighbouring states and the main buyer is Goa. It is also undertaking
packaging and marketing of some products of amul with collaboration of Gujrat and
Rajastan milk federation. NANDI NI is a national brand thriving to go global.


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AWARDS AND ACHI VEMENTS
ISO 9002 AND HACCP IS 15000 (HACCP) CERTIFICATE
Mother Dairy has obtained ISO 9002 and HACCP Certificate from Bureau of Indian Standard (BIS) of
government of India form December 2000. Mother Dairy is the first and only dairy to secure the
comprehensive certificate in the entire south India.
The importance of obtaining this certificate is to:
Procure Manufacture & distribute the products under controlled set of procedures as per
ISO 9003.
To Identify a probable occurrence of hazards as during the process of procurement
manufacturing and distribution.
To identify the severity of hazards during critical control point.
To control the Identify hazards and to produce the products of International food
produce the products of international food safety standards

Mother Dairy cares for quality, hygiene and food safety and hence the dairy was certified
for certified for ISO 9001-2000 during the year 2000 and has been certified for ISO
22000-2005 during 2008
The Dairy has embarked on Environmental Protection, Energy Conservation
Programme and have been suitably recognized by Bureau of Energy Efficiency,
Government of India and KREDL, New Delhi
(The National Productivity Council (NPC) of Government of India has conferred Best
Productivity Award FIVE TIMES and Energy Conservation Award by Bureau of Energy
Efficiency (BEE) to the Union.)



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COMPETI TORS PROFI LE
The success of each and every business unit is mainly depending on how brilliantly it faces the
competitions Mother dairy is not out of competion it has 80% market share in Bangalore & Presently it
is the brand leader for milk products. The main competitors to Mother Dairy are:
Heritage
Arogya
Good Morning
Swastik
amul











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I NFRASTRUCTURE FACI LI TI ES







The strategy of Bangalore Milk Union is Procure More, Sell More & Serve More and reaping
the benefits of economies of scale. In order to realize this strategy, the Union has implemented
the following projects so that more and more milk can be procured and processed. This will help
us to serve our producer members by passing on the maximum benefits, we are consciously
adopting the growth-oriented strategy of helping our producers to grow by ourselves growing
constantly.

Mega Dairy with a capacity to process 6 lakh litres of milk per day expandable to 10 llpd has
been built by investing Rs. 38.70 crores obtained as term loan from National Dairy Development
Board. The Mega Dairy, has latest state-of-the-art technological facilities in dairy processing
and the Union will have the ability to manufacture milk and milk products to world class
standards.

Although Bamul sets standards for its products for better serve to customers, it was not possible
to keep the standards stability due to manual operations. In designing mega dairy, Bamul
looked towards an automated system that would allow it to achieve consistent quality parameters
for each product. Energy and manpower would also be more effectively optimised and
controlled and all plant equipment would be integrated.
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FUTURE GROWTH AND PROSPECTS
NEW Projects:
Bamul has planned to convert Hosakote Chilling Center into a 2.0.LLPD Capacity Dairy with an
investment of Rs.2427.00 Lakh and a New Product Block at Bangalore Dairy Premises with an
investment of Rs. 2033.00 Lakhs by the end of 2012.

New Project commissioned on 09.04.2011
Installation of Nadini UHT Milk Processing and packing facility of 1,00,000 Ltrs/ Day
Capacity.
Includes facility for packing Nadini UHT milk in 500 ML, 200 ML Fino and 200 ML
Brik packs.
Includes facility for packing Nandini Flavored Milk in 200 ML Packs.
This Project is aimed to address ever growing Market demand of Nandini UHT Milk.
The Dairy is poised to add 4 more varieties of exotic ice creams including pro-biotic, sugar free in the
near future and also would undertake manufacturing of very improvised quality of Paneer, Yogurt .
Plans are also under way for automated production of milk products in the immediate future. There is
a plan drawn up for putting in the market ready-to-eat foods "Retorted" and having appreciable content
of milk and milk products. The same is planned to be introduced in the mid of 2012.






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VI SI ON, MI SSI ON AND QUALI TY POLI CY
Vision
To march forward with a missionary zeal which will make KMF a trailblazer of
exemplary performance and achievements beckoning other Milk Federations in the
country in pursuit of total emulation of its good deeds.
To ensure prosperity of the rural Milk producers who are ultimate owners of the
Federation.
To promote producer oriented viable cooperative society to impart an impetus to the rural
income, dairy productivity and rural employment.
To abridge the gap between price of milk procurement and sale price.
To develop business acumen in marketing and trading disciplines so as to serve
consumers with quality milk, give a fillip to the income of milk producers.
To compete with MNCs and Private Dairies with better quality of milk and milk products
and in the process sustain invincibility of cooperatives.
MISSION
Heralding economic, social and cultural prosperity in the lives of our milk
producer members by promoting vibrant, self-sustaining and holistic cooperative dairy
development in Karnataka State
To provide good quality milk and milk products to the people, keeping in mind milk is the
basic requirement of every individual






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QUALITY POLICIES

During the last ten years, the Federation is giving greater emphasis on procuring quality milk
from DCSs under the concept of Quality Excellence from Cow to Consumer. Many Clean
Milk Production (CMP) initiatives have been implemented at all the stages of procurement,
processing and marketing. Among these CMP initiatives, noteworthy initiative is the setting up
of Community Milking Parlours in villages.
The KMF is forerunner to introduce this innovative technological initiative for bringing
about revolutionary improvement in quality of milk collected in DCSs. This system has several
advantages such as elimination of mastitis in milch animals and improvement of productivity.
The milk from milking machines, collected through Automatic Computerized Milk Collection
Units is chilled directly in Bulk Milk Coolers. This chilled raw milk, untouched and
unadulterated by human hands, has very high microbiological quality, comparable to
international standards. This high quality milk is being utilized for manufacturing high quality
value added milk products, for both domestic as well as international markets.
Other Clean Milk Production (CMP) Initiatives include: -
Training of milk producers on modern dairy husbandry practices and CMP.
Providing SS utensils, antiseptic solutions for udder cleaning on pre and post milking,
etc. to producers.
Training to DCS staff and officers of the Unions on CMP.
Replacing Aluminium milk cans and collection vessels with SS 304.
Posters, documentary films and booklets on Clean Milk Production.
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PRODUCT PROFILE













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PRODUCT PROFI LE




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Curds & other fermented products


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Dairy Whitener Skimmed Milk Powder Badam-Powder

Ghee & butter


Ghee in Standy Pouches Butter Salted & Unsalted Ghee In Bag


Ghee in Pet Jar Ghee in Sachet


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Icecream & Frozen Desserts


Crazy Cone Butter Scotch Chocolate Nandini Magic Strawberry KULFI


Chocobar Ice Cream Delightfully Tasty Anjir Ice Cream Tasty Chocolate


Ice Cream Vanilla and Strawberry Ice Cream Tasty Kaju Draksh Ice Cream Tasty Mango

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Ice Cream Tasty Kesar Pista Ice Cream Tasty Black Currant Sugar Free Pro Biotic Frozen

Ice Cream Tasty Butter Scotch Ice Cream Tasty Pineapple Dolly Raspberry & Orange


Ice Candy Mango Sundae Ice Cream Strawberry Sundae Butter Scotch













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Milk Sweets


Mysore Pak Gulab Jamoon Khova Jamoons


Dry Fruits Burfi Rossagolla Assorted sweets gift box


Nandini Bite Premium Badam burfi Premium Besan Ladoo

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Premium Cashew Burfi Pure Milk Elachi and Kesar Peda Pure Milk Peda
Other Products

Nandini Cream Cheddar Cheese Nandini Sugar Free Peda


Dharwad Peda Milk Pista Mango Strwaberry Coolchoco Milk Shake


Flavoured Milks Gulab Jamoon Mix Khova
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Kunda Paneer

Chocolate


creamy bite Eclairs Goodlife


Chit Chat Eclairs

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Manufacturing Process (Butter)

In the manufacturing of butter cream is separated from milk with the centrifugal action. Cream is
separated and thereafter acidity and other properties are tested. Then neutralization is done to
adjust the acidity of cream to keep pH 6.8-7.0 by addition of alkaline salts like calcium oxide,
calcium hydroxide, calcium carbonate, magnesium oxide and other salts.
Pasteurization of the cream is done after neutralization to improve its keeping quality as long as
standard requires. Milk is kept at 165oF for 30 minutes for removal of cream by using a vacuum
chamber in conjunction with pasteurization. After pasteurization, cream is immediately cooled,
upto 68-72oF, 5-10% of the starter is added. Keeping cream at 70oF for several hours a
fermentation takes place. A characteristic flavour and aroma will be imported for the cream to be
carried into the resulting butter.
Colour of butter depends upon the season. It is therefore a standard practice to add edible colours
to cream before churning, usually based on flavour, odour, acidity and appearance.
After adding these ingredients butter is cut into desirable size and packing of pieces is done, it is
placed at low temperature in cold storage.



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MILK POWDER MANUFACTURING PROCESS

SEPARATION / STANDARDIZATION
The conventional process for the production of milk powders starts with taking the raw milk
received at the dairy factory and pasteurising and separating it into skim milk and cream
using a centrifugal cream separator. If WMP is to be manufactured, a portion of the cream is
added back to the skim milk to produce a milk with a standardised fat content (typically 26-
30% fat in the powder). Surplus cream is used to make butter or anhydrous milkfat.
PREHEATING
The next step in the process is "preheating" during which the standardised milk is heated to
temperatures between 75 and 120_C and held for a specified time from a few seconds up to
several minutes (cf. pasteurisation: 72_C for 15 s). Preheating causes a controlled
denaturation of the whey proteins in the milk and it destroys bacteria, inactivates enzymes,
generates natural antioxidants and imparts heat stability. The exact heating/holding regime
depends on the type of product and its intended end-use. High preheats in WMP are
associated with improved keeping quality but reduced solubility. Preheating may be either
indirect (via heat exchangers), or direct (via steam injection or infusion into the product), or a
mixture of the two. Indirect heaters generally use waste heat from other parts of the process
as an energy saving measure.



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EVAPORATION
In the evaporator the preheated milk is concentrated in stages or "effects" from around 9.0%
total solids content for skim milk and 13% for whole milk, up to 45-52% total solids. This is
achieved by boiling the milk under a vacuum at temperatures below 72_C in a falling film
on the inside of vertical tubes, and removing the water as vapour. This vapour, which may be
mechanically or thermally compressed, is then used to heat the milk in the next effect of the
evaporator which may be operated at a lower pressure and temperature than the preceding
effect. Modern plants may have up to seven effects for maximum energy efficiency. More
than 85% of the water in the milk may be removed in the evaporator. Evaporators are
extremely noisy because of the large quantity of water vapour travelling at very high speeds
inside the tubes.
SPRAY DRYING
Spray drying involves atomising the milk concentrate from the evaporator into fine droplets.
This is done inside a large drying chamber in a flow of hot air (up to 200_C) using either a
spinning disk atomiser or a series of high pressure nozzles. The milk droplets are cooled by
evaporation and they never reach the temperature of the air. The concentrate may be heated
prior to atomisation to reduce its viscosity and to increase the energy available for drying.
Much of the remaining water is evaporated in the drying chamber, leaving a fine powder of
around 6% moisture content with a mean particle size typically of < 0.1 mm diameter. Final
or "secondary" drying takes place in a fluid bed, or in a series of such beds, in which hot air
is blown through a layer of fluidised powder removing water to give product with a moisture
content of 2-4%. Precautions must be taken to prevent fires and to vent dust explosions
should they occur in the drying chamber or elsewhere. Such explosions can be extremely
dangerous to life, property and markets.
PACKAGING AND STORAGE
Milk powders are immensely more stable than fresh milk but protection from moisture,
oxygen, light and heat is needed in order to maintain their quality and shelf life. Milk
powders readily take up moisture from the air, leading to a rapid loss of quality and caking or
lumping. The fat in WMPs can react with oxygen in the air to give off-flavours, especially at
higher storage temperatures (> 30_C) typical of the tropics.
Milk powder is packed into either plastic-lined multi-wall bags (25 kg) or bulk bins
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(_ 600 kg). WMPs are often packed under nitrogen gas to protect the product from oxidation
and to maintain their flavour and extend their keeping quality. Packaging is chosen to
provide a barrier to moisture, oxygen and light. Bags generally consist of several layers to
provide strength and the necessary barrier properties. Shipments of milk powder should
never suffer prolonged exposure to direct sunshine especially in tropical countries. A few
hours at elevated temperatures (> 40_C) during transshipment can negate many weeks of
careful storage.
AGGLOMERATED POWDERS
Standard powders, because of their fine dusty nature, do not reconstitute well in water.
"Agglomerated" and "instant" powders were specifically developed to counter this. The
manufacture of an agglomerated powder initially follows the standard process of evaporation
and drying, described above. However, during spray drying small particles of powder
leaving the drier (the "fines") are recovered in cyclones and returned to the drying chamber in
the close proximity of the atomiser. The wet concentrate droplets collide with the fines and
stick together, forming larger (0.1-0.3 mm), irregular shaped "agglomerates". Agglomerated
powders disperse in water more rapidly and are less dusty and easier to handle than standard











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Production of Peda:








Manufacturing process:
It is one of the sweets prepared.
Only milk and sugar that is nearly 7% of sugar and only whole milk is added.
For every batch 1 -1.45minutes time is taken.
Yield is 23-24%.
Peda contains 22-25% fat.
Packing is done 250gm, 1kg, 10kg, and 20kgs.
Production of kova:
Kova is prepared without addition of sugar.
The yield is 16%.
There is rapid agitation.
Dehydration of moisture.
Vaporization takes pace.
Steam is operated and circulated.
Agitation will be more in the final stage.
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ORGANI SATI ON STRUCTURE


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KEY FUNCTI ONAL AREAS
1. PURCHASE DEPARTMENT
PURCHASE DEPARTMENT STRUCTURE

















Manager
Deputy Manager
Assistant Manager
Purchase/Store
Officer
Superintendent
Account Assistant I
Account Assistant II
Account Assistant
III
Helpers
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This is fact that, every organization requires material during functioning. Hence purchase
department fulfill all the material needed for each and every department.
BAMUL has a centralized purchase department headed by a well experienced and qualified
purchase officer/purchase manager who in turn is assisted by assistant manager.
If the materials to be purchased are less than worth purees one lakh, the quotations are collected
from suppliers or the enquirer of Bamul. If the quality of the material is at par, the purchase
committee negotiates the price with the supplier. The purchase committee comprising of
managing director and section heads of each departments.
If the materials purchased are more than worth Rs 1 lkh, a tender notice is published in a leading
daily newspaper. The producer to bit for the tender is mentioned in the notice itself and selection
of the supplier is done on the basis of low-bid with the necessary condition that the material
complies as per the desired quality.
TERMS AND CONDITIONS;
Price: No enhancement in price during this contract will be allowed. Taxes and duties,
specifically agreed will be paid to the supplier on production of relevant certificates.
The Bamul reserves the right to cancel the order. If the cancellation of order is due to
noncompliance by the suppliers then the supplier shall be responsible for any direct and
indirect loss that Bamul may suffer in making alternative arrangements for the materials,
without prejudicing to the Bangalore dairys right to over liquidated damages.
The materials will be subject to test and inspection by the bamul the decision of Bamul as
to rejection of the materials shall be final and binding on the supplier.
The supplier shall be responsible for any defects in the materials that may develop when
they are used arising from faulty materials, workmanship or otherwise.
Rejections: Any materials rejected by Bamu, shall be collected by the supplier and
removed within 15days from the date of receipt of information of such rejection at their
risk and costing to the materials.
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Risk: The materials shall be supplied at the risk of the supplier.
Sample: Sample has to be submitted by the supplier whenever asked for free of cost.
FUNCTIONS OF PURCHASE DEPARTMENT:
o Evaluating and rating of suppliers.
o Selecting of suppliers.
o Finalization of terms of purchase.
o Placement of purchase orders.
o Follow-up
o Approval of payment to suppliers.












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2. PRODUCTION DEPARTMENT
PRODUCTION DEPARTMENT STRUCTURE













Introduction:
The production department of Bangalore dairy performs the function of developing procedure to
transform a set of input elements like milk, money, and machine into specified set of output
elements such as curds, butter milk, peda, ghee, sweet lassie, Khova, etc, in assignee quality and
best in order to achieve the organizational goals successfully. Production department is the most
important and largest department and largest department in the organization.
Deputy Manager
Assistant Manager
Technical Manager
Chemists
Dairy Reports
Helpers
Manager
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Production is the conversion of raw material into finished product. At BAMUL, production
department is well planned and adequately equipped manufacturing set up where the entire
necessary infrastructure is available.
In BAMUL, the raw milk is processed to form the good quality of milk. During the processing,
the milk is differentiated depending on the contract of FAT and SNF (Solid Non Fat).
BAMUL has a well-organized and totally computerized system of production the scope of
department is to plan, execute and control all the production activities with the available resource
inputs and equipments in co-ordination with other departments.
All the products are produced by this department and then passed onto the marketing
departments for the end consumers.
Objective:
Execute co-ordinate, organize and monitor the production activities.
Increase the input as for as possible.
Decrease the cost of production and wastages in production as much as possible.
Ensure process, control and quality of products manufactured.
Also ensure that the production meets the planned requirements within stipulated time.

Functions:
.Maintain and produce the standard quality products.
Cost of production
Using of advanced technology.
Maintain inventory of both raw materials and finished products.
Produce different quality products to meet the market needs and wants
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3. MARKETING DEPARTMENT

Marketing Department structure
















Deputy Manager
Assistant Manager
Zonal Officer
Superintendent
Marketing Assistant
Helpers
Manager

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Introduction:
The marketing Department of BAMUL is the process of planning and executing the conception,
pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy
individual and organizational goals. Marketing is the way of exchanging of goods and services
between producer and consumers.
It is becoming more attractive not only at the company levels but also at sate, national,
international levels. Many organizations have involved on developing marketing activities to
satisfy needs and wants of a group of customers. The movement of products from producer to
ultimate consumer involves a lot of hurdles like lack of advertisement, finance and other
problems marketing department is responsible to evaluate these problems and to find remedial
measures of such problems.
BAMUL has a well established marketing department, under the control of marketing manager.
He is responsible for marketing and sales of milk and milk products. He is responsible for selling
to target markets, framing the plans and policies to achieve the marketing goals and he is also
responsible for forecasting the demands for their products in the market.
Presently BAMUL is vested with the responsibility of marketing milk and milk products. In
BAMUL priority is given to meet the liquid milk demand and they only the excess milk procured
is converted to milk products. BAMUL sells its milk and milk products under the corporate band
of Nandini within and outside the state. Most importantly BAMUL is co-operative non profile no
loss institution.
The orders are placed by the retailers for the milk and milk products; marketing department
receives the order and supplies as per orders received. It also plays an important role in solving
the problems of retailers and customers.
MILK PRODUCTS MARKETING:
The products produced has to reach to its end consumers in a good quantity so the marketing
department has a vital role at BAMUL. Even though the production department produces the
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product they have to know the quality of their product. To the entire Bangalore city and to other
states BAMUL is marketing its milk products through 148 distribution routes. The volume of
sales plays a critical role in determining cost. Milk products have been distributed twice in a day
that is in morning and in afternoon. The distribution routes are allotted to other basis of quantity
of milk products or the number of creates in geographically convenient pattern.

OBJECTIVES OF MARKETING DEPARTMENTS:
To meet the expectation of the customers.
The integrated business plan of union is to achieve the sales target.
Undertake promotional activities in order to create awareness about the product.
Channel members needs are fulfilled.
Nandini products are known to occupy their leadership in the market.

They make the payment through to identical ways that is through cheque and cash. In cheque
there should be at least minimum deposit of Rs.45,000 in order to achieve this scheme. The
cheque received by the dairy are presented in their concerned banks and if it is bounced
necessary action will be taken. In cash basis the minimum deposit is Rs.15,000.according to this
agents make there payments incase if the agent fails the next day the milk supply is stopped.
Agents are the retailers who make the orders in bulk.
The wholesalers are the intermediates who will purchases in large quantity. Usually dairy
supplies the milk and other products in the quality prescribed by distributors.
Promotions
They have a good brand loyalty among the consumers for media of Promotional activities but
still they are struggling to occupy the market share. dairy has good market share. They spend
only a small amount of profit towards the advertisement of their products but other dairy like
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KMF and mother dairy are mostly concerned in promotional activities. Through newspaper,
television etc., they promote.
Functions
They conduct the market survey to analyze the consumers feedback of their product.
Required step is taken to improve market share.
Advertising the sales promotion.














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4. FINANCE DEPARTMENT
FINANCE DEPARTMENT TRUCTURE



















Deputy Manager
Assistant Manager
Accounts Officer

Superintendent
Account Assistant I
Account Assistant II
Account Assistant III
Helpers
Deputy Manager
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Introduction:
The main activity of the finance department is to keep all the account of the financial
transactions. It is responsible for maintaining up to date account. The various activities are
collected to different sections.Any business big or small cannot be started without an adequate
amount of finance. Right from the very beginning, i.e., conceiving an idea to investigations such
as business, finance is needed to promote or establish the business, acquire fixed assets, make
investigation such as market survey, etc., develop product, keep men and machine at work,
encourage management to make progress and create values. Even an existing concern may
require further finance for making improvements or expanding the business. Therefore for
starting any business finance plays a very major and a vital role.
Objectives:
The main objective of finance department is as follows:
To reduce the funds and to protect the financial interest of the company.
To assess the working capital requirements.
To monitor the budget and also funds and payments.

Sources of Finance:
Finance department is the main source for any organization. In BAMUL the main source of
finance is sale realization. The analysis of financial statements is a process of evaluating
relationships between component parts of financial statements to obtain a better understanding of
the firms position and performance. The portability period of other milk products is slightly
more i.e., for 3-4 months and sales are released and the money gained out of it can be classified
as long-term source of finance. Sometimes they even get grant from government. The operating
profit in the year 2004-05 has come down by 53.5% because heavy advertising and selling
expenses.

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Functions:
Maintaining proper accounts for milk purchased and sold every day.
Maintaining of general ledgers and store books.
Maintaining of profit and loss account and balance sheet systematically.
Make use of available financial resources properly.
Paying taxes and insurance in time.
Maintain liquidity of assets properly to earn maximum profit.
















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5. ADMINSTRATION DEPARTMENT

(Personnel Department)


















Deputy Manager
Assistant Manager
Administrative
Officer/Personal Secretary/
Time Officer/Public Relation
Officer

Superintendent
Administrative Assistant GR I
Helpers
Administrative Assistant GR II/
steno SR typist
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Introduction:
Human resource Department plays a very vital role in BAMUL. It is mainly concerned with the
relationship within the organization. This department acts as the HR department and takes care
that the employees are satisfied with their present work and are working efficiently with their
respective authority. It looks after the welfare schemes of the employees of the whole dairy. The
main objective of the department lies in maintenance of those relationships and the basis which
by consideration of well being of individual and enables all those engaged in undertaking to
make their maximum human resource attribution to effective working and goal realization of the
undertaking.. It covers all the section of the Co-operative in case of overall administration.
Functions:-
Recruit the candidates and select the suitable candidate for the job.
Conduct the training to the new employees as well as to the existing employees.
Maintain shifts timing, etc.
Maintenance of attendance and service records

Recruitment policy:
Recruitment to any service or posts shall be made by direct recruitment which may be
either by competitive examination or interview or selection, which may be either by
selection on the basis of merit-cum seniority provided that that is respect of direct
recruitment to any service of post, when the method of recruitment is not specified in
rules of recruitment. Appointments for the posts shall be resaved for the members of
SC/ST CAT-I and other categories of back word classes to such extent and in such
manner as may be specified by the government under class 4 of the article 16 of
constitution of India. There is the provision even for physically handicapped and ex-
servicemen.The reservation for women shall be in accordance with the provisions of
government orders from time to time.


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Few Benefits provided to employees.
Employees are provided with certain allowances.
In BAMUL they provide shift allowance to the employees.
Training is provided to all employees in their particular fields,
Half liter of milk per employee is given free flush season and at half of price for
remaining 10 months.
Cheaper rates in the canteen.
They provide tea in the break time and 1Kg ghee per year.
Training is given to all those employees appointed on direct recruitment basis. A
probationer of trainer is appointed by BAMUL to conduct the training program.
Promotion may be either through means of selection or from one cadre to higher cadre
on the basis of seniority cum merit and automatic grant of special promotion to seniti
employees if provided.
Salary to the employees include the basic pay, dear allowance and other allowance. The
termination to the employees at Bamul happens on the events of if a permanent employee
completes 58 years of age, Expired while on service, Terminated for resigned from service.
Functions:
Selection of the right person.
Employees are trained in an efficient manner
Good working environment
Motivation is given to the employees and benefits are provided.
Increasing the performance of employees.
Compensation
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SWOT ANALYSI S

STRENGTHS
Wide distribution network leads to regular and timely supply.
Milk processed is local therefore reduced transportation cost.
Automated Computerized plant.
Wide product range
An ISO, HACCP, EMS certified company
Prompt consumers complaint redressed.
Maintaining uniform quality
Automatic correction power factor unit
Brand loyalty among consumers


WEAKNESS:
Excess manpower
Less advertisement
Lack of flexibility in the system
Promotion is based on seniority
Retention of brilliant brain is difficult
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OPPORTUNITIES:
Checking the processing and packing unit.
Addition of new varieties to the existing products
It has an opportunity to introduce new products like ready to eat sweets, cheese,
low fat milk chocolates and biscuits
Can expand its marketing activities all over the India
It can increase its sales and grab the unoccupied market share.



THREATS:
Irregular power shutdowns and inter-dairy competition.
Entering of MNCs.
Entry of loose milk providers at cheap rates.





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A STUDY ON CONSUMER PERCEPTION

AND RETAILERS OPINION

TOWARDS

NANDINI MILK PRODUCTS OF

BANGALORE DIARY (BAMUL)




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Theoretical Background of the study.
Introduction to marketing
Marketing is the performance of business activities that direct the flow of goods and
services from the producer to customer.
American Marketing Association
Many organizations have involved in marketing activities to satisfy the needs and wants
of a group of customers. Now a days marketing is not considered as a mere physical process or
set of activities connected with the exchange of goods. It is regarded as a philosophy of business.
It is concerned with creation of customers.
It includes all those activities connected with identifying the need of the consumable and
then, organizing the according to meet the needs of the consumers.
Importance of marketing management:
Marketing management is the most important function in the business organization.
It looks after the marketing system of the firm
It plans the develops the product on the basis of know demand.
It has to prepare appropriate marketing plans or marketing mix to achieve the
business goals.




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Function of marketing management
The function of marketing management is summarized as follows:
Determination of marketing goals
Formulation marketing plans, procedures, policies etc
Designing marketing strategies and marketing mix
Planning marketing programmers
Marketing is a comprehensive term and it includes all resource and a set of activities necessary
to direct and facilities the flow of goods and services from producer to consumer in the process
of distribution. Business man regards marketing as a management function to plan, promote and
deliver products to the clients or customers. Human efforts finance and management constitute
the primary resources in marketing.
Main view points management is as follows:
Analyzing, planning, implantation and Control programs.
Mutual and personal gain
Achieving effective response.

Modern marketing concept:
The marketing concepts evolved over a century starting from on set of industrial
revolution, production concept and selling concept, social marketing concept right up to date.


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Consumer
The term consumer refers to a person who buys goods or services for his personal or
household use and not resale. Consumer behavior is the process whereby individual decide,
what, when, where, how and whom to purchase goods and services
Consumer behavior has been gaining importance since 1960. the growth of consumerism
and enactment of consumer legislations emphasizes the importance of consumer behavior study.
Today the consumer behavior is the central topic in modern marketing. Since the ultimate aim of
marketing is consumer satisfaction and profit earning.

Importance
In olden days marketing was seller oriented and there was seller market. The consumer
had to purchase whatever was offered to him. They had no choice. So the study of consumer
behavior was not important to marketers. Now things have changed modern marketing has
become consumer oriented and there is a buyer market. If the choices, performance tastes and
attitudes of the consumer are neglected.
No marketing efforts can be successful. Therefore the study of consumer behavior is very
much essential success in business.




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The study of consumer perception is important for the following purposes:
Production policies
Price policies
Distribution policies
Sales promotion policies exploiting marketing opportunities
Plan for customer service:
Understand customer expectations
Establish customer priority
Define service goals
Get external commitment from top to bottom
Establish service infrastructure
Develop employee through training and compensations
Measure customer satisfaction
Set customer expectation
Search for complainers.

Factors influencing consumer behavior:
Consumers do not make purchase decision simply. Their buying behavior is influenced by
culture, social, personal, and psychological determinants or factors. All these factors are
controllable and beyond the hands of a marketer. They are considered in understanding buyer
behavior.

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Determinants of consumer behavior:

The satisfaction of the customer can be easily canalized studying the behavior of the
customers. Customer Behavior can be said to be the study of how individuals make decision on
how spend their available resources (time, money and effort) on the various consumption related
items. This simple definition of customer behavior tells marketers to resolve every activity
around the ultimate customer and gauge their behavior.
The behavior of the customer helps the marketing to study, what factors influence the
decision making process of the customers. The decision making process identifies the number of
people who are involved in this process and ascribe a role of them.
All the firms have started considering COSTUMER AS THE KING or QUEEN. The
market place is flooded with many new players including the host of MNCs resulting is
available of more number of brands in every segment of the market. On account of this customer
stated being choosy about what to buy.

Cultural factors
Religion, caste, beliefs
Social factors
Social classes
Personal factors
Age, gender, income,
education, occupation

Psychological factors
Personality, learning,
perception, attitude
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RESEARCH DESIGN

TITLE OF THE STUDY
A study on Consumer Perception and Retailers Opinion Towards Nandini
Milk Products Of BAMUL.

STATEMENT OF THE PROBLEM

The strong competition in Bangalore has posed an alarming condition before the
NANDINI brand. Though Nandini is the market leader there are plenty of private players
who are competing in the present market. To take future decisions it is very important
from the NANDINIS point of view to have an insight on consumers perception about
what the consumers think towards the nandini milk products and the retailers opinion
since retailers play important role in it . The customer requirements and needs will help
to render the service in a better way. The present study was designed to concentrate on
the consumer perception and retailers opinion towards Nandini milk products. The data
collected from the study will definitely help the company to provide a competitive
advantage. The research ends with some vital information given by the respondents that
may help the BAMUL to be more customized rather than standardized.

Hence, the descriptive research on Consumers Perception and Retailers Opinion Towards
Nandini milk products







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OBJECTIVES OF THE STUDY

There were two main objectives for this study. One is primary objectives and
another is secondary objectives.
To ascertain the consumers perception towards nandini milk products
To determine the retailers opinion on Nandini milk products and the problem
faced by them.
To get the feedback on what the consumer expects from NANDINI
To determine the needs of the retailer

SCOPE OF THE STUDY

The study relates all agents/retailers and users of NANDINI milk products in
Bangalore .

NATURE OF THE STUDY

A descriptive research has undertaken for the present study. Descriptive research
includes survey and fact findings of different kinds

DATA COLLECTION

The present study was designed by the help of both primary and secondary
information data.




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PRIMARY DATA
Primary data was collected from respondents through survey method with a structured
questionnaire designed for two segments i.e. consumers as well as retailers.
A part of primary data was also collected from the marketing department of the company

SECONDARY DATA

The present project is framed with help of several information. The information is from
various secondary sources. These includes information about the milk industry from
journals. Also in the review of literature the different web-sites helped a lot to get some
idea for the present project. A bunch of information was collected from various news
articles and dissertation. Different libraries helped a lot to make the base a strong one.
Secondary data was also collected from various sources for e.g. text books, periodicals,
newspapers, and from various web-sites.

UNIVERSE
In case of Consumers the universe is infinite
In case of Retailers the universe is finite

SAMPLING PLAN
As the universe under study was large and time was limited it was quite impossible to
contact each and every consumer of milk and also retailers of milk. So a simple survey
was adopted. The sampling plan used in the present study is as fol lows :



SAMPLING UNIT :-

BAMUL

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The target respondents were individuals who consumes milk and milk related products
and the retailers/agents of Nandini milk products.

SAMPLE SIZE:

Agents/Retailers: 56
Consumers: 100

TYPE OF SAMPLING
Systematic sampling Technique is used for Retailers wherein every 10
th
retailer is being
considered out of 565 retailer outlets of NANDINI in Bangalore North

Convenient sampling Technique is used for consumers where 100 consumers of the
NANDINI milk products is being considered

TOOLS FOR DATA COLLECTION
Two structured questionnaires were designed as tools for primary data collection. The
questionnaire comprised of both close and open ended question. Each questionnaire
shows the demographic characteristics of individuals consumers and as well as retailers.

PRE-TEST OF QUESTIONNAIRE
Questionnaire was pre-tested among a small group of consumers / retailers to asses its
validity and then the necessary changes were made.


METHOD OF CONTACT
The respondents were interviewed by help of a questionnaire through personal interview
method.

BAMUL

EWCM/BKR/GS Page 70

FIELD WORK
The area of field work was restricted to Bangalore. The individuals were targeted based
on area or location and enough time was spend with the respondents to take a proper
response.

STATISTICAL TECHNIQUE
Bar Chart
Pie chart

STATISTICAL TOOL
Statistical software like SPSS

LIMITATIONS OF THE STUDY

The following were the main limitations of the study : -

Most of the respondents were either busy or were unable to respond properly to the
given questionnaire.
Time was the main constraint for the present study.
The respondents response to the given questionnaire was sometime biased and the
study was based on the assumptions that the information provided is correct.
The sample was restricted to only 100 due to the limited time. This may be very small
compare to total universe. So the study also suffers with the limitations of the
generalizing the result.




BAMUL

EWCM/BKR/GS Page 71

ANALYSIS AND DATA INTERPRETATION OF DATA PROVIDED
BY CONSUMERS
1. Age of the respondents
Table 1

Age





ANALYSIS: From the total number of respondents we come to know that, maximum number of
respondents are between the age group of 31-40
Age
>40
31-40
20-30
15-20

INTERPRETATION: The above graph shows that number of respondents are in the age group
of 31-40. This Graph shows that most of the numbers of respondents are mature, and the
response given can be considered.

AGE Frequency Percent Cumulative
Percent

15-20 10 10.0 10.0

20-30

25

25.0

35.0

31-40

45

45.0

80.0

>40

20

20.0

100.0

Total

100

100.0

BAMUL

EWCM/BKR/GS Page 72

2. Occupation of the respondents
Table 2
OCCUPATION Frequency Percent Cumulative Percent

Housewife 58 58.0 58.0
Businessman 10 10.0 68.0

Employed
12 12.0 80.0

Unemployed
16 16.0 96.0

Others
4 4.0 100.0

Total
100 100.0

ANALYSIS: The above table has been designed to know about the respondents occupation.
This table shows that 58% of them are housewiwes,who know the product well as they are the
one mostly using the product.
Occupation
Occupation
Others Unemployed Employed Businessman House Wif e
F
r
e
q
u
e
n
c
y
70
60
50
40
30
20
10
0
INTERPRETATION: The above graph shows that the majority of the respondents are
housewiwes.

BAMUL

EWCM/BKR/GS Page 73

3. How did you come to know about Nandini milk products.

Table 3
Valid Frequency Percent Cumulative
Percent
Advertisements 28 28.0 28.0

Recommended By family
And Friends
36 36.0 64.0

Company's Promotional
Schemes
15 15.0 79.0

Others
21 21.0 100.0

Total
100 100.0


ANALYSIS: The above table is prepared to know how the respondents came to know about the
products. It can be observed that, 36% of the respondents are got the information from family &
friends, 21% of the respondents from others, 28% of the respondents have got much more
information from advertisements, & lest number of respondents ie 15%got the information from
Company's Promotional Schemes.


BAMUL

EWCM/BKR/GS Page 74

Promotion
Promotion
Others
Company's Promotiona
Recommended By f amil
Advertisements
F
r
e
q
u
e
n
c
y
40
30
20
10
0


INTERPRETATION: The above chart shows that maximum number of respondents have
collected the information from their friends and relatives.it also shows that least no of
respondents got to know about the products from Company's Promotional Schemes.
So, the company need to invest more on their Promotional Schemes.






BAMUL

EWCM/BKR/GS Page 75

4. Why do you prefer nandini products
Table 4
Valid Frequency Percent Cumulative
Percent

Taste 52 52.0 52.0

Hygiene Packaging

14

14.0

66.0

Price

8

8.0

74.0

Quality

14

14.0

88.0

Others

12

12.0

100.0

Total

100

100.0


ANALYSIS: The above table shows that, out of 100 respondents, 52% of the respondents like
the product because of its taste, 14% of the respondents like hygiene, 8% of the consumers prefer
price,14% like it because of its quality and 12% of the respondents like other features of the
product.
Factors Influencig
Factors Influencig
Others Quality Price Hygiene Packaging Taste
F
r
e
q
u
e
n
c
y
60
50
40
30
20
10
0

INTERPRETATION: Graph shows that, the major portion of the respondents like the
products taste, and the graph also shows that company should improve the quality & packing of
the product to further satisfy consumers.
BAMUL

EWCM/BKR/GS Page 76

5. What do you perceive about the quality of the Nandini Milk products.
Table 5
Valid Frequency Percent Cumulative
Percent
Excellent 50 50.0 50.0

Very Good
27 27.0 77.0

Satisfactory
13 13.0 90.0

Poor
10 10.0 100.0

Total
100 100.0

ANALYSIS: From the above tables information 50% of the respondents perceive the quality of
the products to be excellent, 27% think its very good, 13% think it is satisfactory, 10% perceive
product quality is poor.
Perception Towards Quality
Perception Towards Quality
Poor Satisf actory Very Good Ecellent
F
r
e
q
u
e
n
c
y
60
50
40
30
20
10
0

INTERPRETATION: From the respondents point of view half of the respondents percive
quality of the products is good, the company should keep it up to and aim to achieve 100%
quality excellency.

BAMUL

EWCM/BKR/GS Page 77

6. What do you think about the pricing policy of the Nandini Milk products
Table 6
Valid Frequency Percent Cumulative
Percent
Expensive 8 8.0 8.0

Moderate
52 52.0 60.0

Reasonable
23 23.0 83.0

Cheap
17 17.0 100.0

Total
100 100.0

ANALYSIS: From the above chart out of 100 respondents 8 respondents think it is expensive &
52 respondents feel the price is moderate & affordable, 23 respondents feel the price is
reasonable compared to other products, and the remaining of the respondents ie 17 of them think
the product is cheap.
Perception Towards Price
Perception Towards Price
Cheap Reasonable Moderate Expensive
F
r
e
q
u
e
n
c
y
60
50
40
30
20
10
0

INTERPRETATION: Most of the respondents feel the product is affordable & lest number of
respondents think the products are expensive.

BAMUL

EWCM/BKR/GS Page 78

7. What do you feel about the packaging of the Nandini Milk products
Table 7
Valid Frequency Percent Cumulative
Percent
Exellent 8 8.0 8.0

Good
62 62.0 70.0

Average
20 20.0 90.0

Bad
10 10.0 100.0

Total
100 100.0

ANALYSIS: The above table has been designed to know the opinion about the packaging of
nandini products. From the respondents point of view 62% of the respondents feel it is good, 8%
of them think it is excellent, 20% feel it is up to average, 10% feel it is bad.
Prception Towards Packaging
Prception Towards Packaging
Bad Average Good Exellent
F
r
e
q
u
e
n
c
y
70
60
50
40
30
20
10
0

INTERPRETATION: This graph reveals that, most of the respondents feel the packaging is
good, and only 10% of the respondents feel it is bad so it shows that company has good
packaging for their products.
BAMUL

EWCM/BKR/GS Page 79

8.Which other brand do you prefer.
Table 8
Valid Frequency Percent Cumulative
Percent
Heritage 12 12.0 12.0

Amul
42 42.0 54.0

Dodla
32 32.0 86.0

Nilgiris
14 14.0 100.0

Total
100 100.0

ANALYSIS: The above table shows that, out of 100 respondents, 12% of the respondents
would opt for heritage, 42% of the respondents would opt for amul, 32% of the respondents
would opt for dodla and 14% of the respondents would opt for nilgiris.
Preffered Other Brands
Preffered Other Brands
Nilgiris Dodla Amul Heritage
F
r
e
q
u
e
n
c
y
50
40
30
20
10
0

INTERPRETATION: the above graph shoes that the majority of the respondents opt for amul
& dodla brand, these brands pose as the nearest competitors to nandini.

BAMUL

EWCM/BKR/GS Page 80

9. What do you feel about the taste of the Nandini milk Products
Table 9
Valid Frequency Percent Valid
Percent
Cumulative
Percent
Excellent 40 40.0 40.0 40.0

Good
44 44.0 44.0 84.0

Moderate
14 14.0 14.0 98.0

Bad
2 2.0 2.0 100.0

Total
100 100.0 100.0

ANALYSIS: the table shows that out of 100 respondents 40% feel that taste of the product is
excellent, 44% thin it is good, 14% feel the taste is moderate,& only 2% feel the taste is bad
Perception Towards Taste
Perception Towards Taste
Bad Moderate Good Exellent
F
r
e
q
u
e
n
c
y
50
40
30
20
10
0

INTERPRETATION: as the above graph shows that maximum number of the respondents feel
the taste is good and excellent and the company can use this feature in its promotional and
advertisement activities to further boost the sales of their product.

BAMUL

EWCM/BKR/GS Page 81

10. How do you find the packing of Nandini milk products
Table 10
Valid Frequency Percent Valid
Percent
Cumulative
Percent

Attractive 85 85.0 85.0 85.0

Not Attractive
15 15.0 15.0 100.0

Total
100 100.0 100.0

ANALYSIS: The above table shows the perception of the respondents towards the attractiveness
of packaging of nandini products in which we can see that out of 100 respondents 85 of them
perceive the packaging is attractive and rest if them ie 15 respondents feel the packaging to be
not attractive.
Perception Towards Attarctiveness
Perception Towards Attarctiveness
Not Attractive Attractive
F
r
e
q
u
e
n
c
y
100
80
60
40
20
0

INTERPRETATION: As maximum number of respondents perceive the product packaging is
attractive the company can continue with its packaging, and may improve to gain 100%
satisfaction.

BAMUL

EWCM/BKR/GS Page 82

11. How much satisfied are you with Nandini milk products.
Table 11
Valid Frequency Percent Cumulative
Percent
Very Satisfied 26 26.0 26.0

Satisfied
34 34.0 60.0

Fairly Satisfied
38 38.0 98.0

Not Satisfied
2 2.0 100.0

Total
100 100.0

ANALYSIS: The above table has been designed to know the satisfaction level derived by
consumers from nandini products. From the respondents point of view 26% of the respondents
are very satisfied, 34% of them are just satisfied, 38% feel the product is fairly satisfying,and
only 2% feel they are not satisfied.
Satisfaction Level
Satisfaction Level
Not Satisf ied Fairly Satisf ied Satisf ied Very Satisf ied
F
r
e
q
u
e
n
c
y
50
40
30
20
10
0
INTERPRETATION: The above chart shows that maximum number of respondents are very
satisfied or fairly satisfied. It also shows that very least no of respondents are not satisfied by the
product.


BAMUL

EWCM/BKR/GS Page 83

QUESTIONNAIRE (CONSUMERS)
I, Mr Gaurav S, BBM Student of EAST WEST COLLEGE OF BUSINESS MANAGEMENT,
conducting study to evaluate CONSUMERS PERCEPTION AND RETAILERS OPINION
TOWARDS NANDINI MILK PRODUCTS at BAMUL,
I request you to kindly spare few minutes of your schedule to answer the following questions

1. Name:
2. Address:

3. Age:
a) 15-20 ( ) c) 31-40( )
b) 21-30 ( ) d) <40( )

4. Occupation:
a)Housewife ( ) b)Businessman ( )
c)Employed ( ) d)Un Employed ( )

5. How did you come to know about Nandini milk products.
a) Advertisement ( ) c) Companies Promotional
Schemes ( )

b) Recommended by ( ) d) Others ( )
Family and Friends

6. What do you perceive about the quality of the Nandini
Milk products.
a)Excellent ( ) c)Satisfactory( )
b)Very ( ) d) Good Poor( )

7. What do you think about the pricing policy of the Nandini
Milk products
a) Expensive ( ) c) Reasonable ( )
b) Moderate ( ) d) Cheap ( )

BAMUL

EWCM/BKR/GS Page 84

8. What do you feel about the packaging of the Nandini Milk products.
a)Excellent ( ) c) Average( )
b) Good ( ) d) Bad ( )
9. Which other brand do you prefer.
a) Heritage ( ) c) Dodla( )
b) Amul ( ) d) Nilgiris( )

10. What do you feel about the taste of the Nandini milk Products

a) Excellent ( ) c) Moderate( )
b) Good ( ) d) Bad( )

11. How do you find the packing of Nandini milk products
a) Attractive( )
b) Not Attractive( )

12. How much satisfied are u with Nandini milk products
a) Very Satisfied( ) c)Fairly Satisfied ( )
b) Satisfied ( ) d) Not Satisfied( )
13. Have you encountered any problem or complaints
a) Yes( )
b) No( )
If Yes nature of complaint.
14. Has the complaint been attended successfully
a) Yes( )
b) No( )
15. Any other suggestions towards the Nandini milk Products.

DATE: SIGNATURE
PLACE:
BAMUL

EWCM/BKR/GS Page 85

SUMMARY OF FI NDI NGS
FI NDI NGS FROM THE CONSUMERS

It was found from the survey that majority of the respondents of them are
housewives and in the age group of 31-40

The survey shows that the access to Nandini Milk is quite convenient for most of the
respondents.

The opinion about quality is excellent

Most of the respondents were influenced by the taste of the Nandini Milk
products.

More than half of the respondents of them consider the price of the Nandini
Milk products as moderate.

The packaging is view as good by the consumers.

Out of 100 respondents an majority of the respondents majority of them came
to know about the product by the family and the friends

Consumers consider Amul as the next better product



BAMUL

EWCM/BKR/GS Page 86

















ANALYSIS AND DATA INTERPRETATION
FOR RETAILERS

















BAMUL

EWCM/BKR/GS Page 87


1. Since how long are you dealing with Nandini milk products.
Table 1
Period Frequency Percent Cumulative
Percent
less than 1 year 4 7.1 7.1

1-2 years
11 19.6 26.8

2-3 years
15 26.8 53.6

more than 3 years
26 46.4 100.0

Total
56 100.0

ANALYSIS: From the above tables information 7.1% of the respondents have been dealing
with nandini products for less than a year, 19.6% are dealing from 1-2 yrs, 26.8% are dealing
from2-3yrs,and 46.4% are maximum respondents are dealing for more than 3 years.

Period
more than 3 years
2-3 years
1-2 years
less than 1 year

INTERPRETATION: as the maximum number of respondents are dealing with the
products for more than 3 yrs they have sufficient experience of the product and the
product market hence, the response given by them can be considered to make the
necessary changes in the products.
BAMUL

EWCM/BKR/GS Page 88

2.What is opinion on the margin of commission given for Nandini milk products

Table 2
Margin Of
Commission
Frequency Percent Cumulative
Percent

very satisfied 15 26.8 26.8

satisfied
17 30.4 57.1

fairly satisfied
18 32.1 89.3

not satisfied
6 10.7 100.0

Total
56 100.0

ANALYSIS: the above table is designed to show how satisfied the retailers are
with their commission.26.8%of them are very satisfied, 30.4% of them are
satisfied, 32.1% of them are fairly satisfied, and least number of retailers ie 10.7%
of them are not satisfied.
Margin Of Commission
Margin Of Commission
not satisf ied f airly satisf ied satisf ied very satisf ied
F
r
e
q
u
e
n
c
y
20
10
0

INERPRETATION: the above graph shows that almost 90% of the retailers are
satisfied to some extent and only about 10% of them are not satisfied. We can
assume that nandini is giving its retailers a good rate of commission.

BAMUL

EWCM/BKR/GS Page 89


3. Do you find seasonal variations in demand for Nandini milk Products.
Table 3
Variation in
Demand
Frequency Percent Cumulative
Percent
Yes 6 10.7 10.7

No
50 89.3 100.0

Total
56 100.0

ANALYSIS: From the above tables information only 10.7% of the retailers say there are
seasonal variations in demand, and 89.3% of the respondents say they do not find any variations
in seasonal demand.


Variation in Demand
Variation in Demand
No Yes
F
r
e
q
u
e
n
c
y
60
50
40
30
20
10
0

INTERPRETATION: The above graph shows, what the retailers think about the seasonal
variations in nandini products.

BAMUL

EWCM/BKR/GS Page 90

4. Are the products supplied efficiently throughout the year.
Table 4
Efficient
Supply
Frequency Percent Cumulative
Percent
Yes 48 85.7 85.7

No
8 14.3 100.0

Total
56 100.0

ANALYSIS: the above table shows the retailers opinion about the efficient supply
of the products throughout the year, for which 85.7% of them say the supply is
efficient and 14.3% of them say there is no efficient supply.

Effiient Supply
Effiient Supply
No Yes
F
r
e
q
u
e
n
c
y
60
50
40
30
20
10
0

INTERPRETATION: the above graph shows that the company delivers its products
efficiently to most of the retailers and the company should aim to deliver its products
with same efficiency to all the retailers in all the areas.
BAMUL

EWCM/BKR/GS Page 91

5. What is your opinion on Nandini milk products.
Table 5
Opinion on Nandini
Milk Products
Frequency Percent Cumulative
Percent
Very Good 32 57.1 57.1

Average
22 39.3 96.4

Bad
2 3.6 100.0

Total
56 100.0

ANALYSIS: the above table shows the retailers opinion towards nandini milk
products in which 57.1% of them say it is very good, 39.3% of them say it is
average and only 3.6% of them say it is bad.

Opinion on Nandini Milk Products
Opinion on Nandini Milk Products
Bad Average Very Good
F
r
e
q
u
e
n
c
y
40
30
20
10
0


INTERPRETATION: the above chart shows the retailers opinion i e the whole picture
of the products that include their ,commission, storage, incentives/gifts given to them,
etc. For which out of 56 respondents 32 say it is very good, and only 2 retailers say it
is bad.
BAMUL

EWCM/BKR/GS Page 92

6. Are suppliers as per schedule.

Table 6
Suppliers on
Schedule
Frequency Percent Cumulative
Percent

Yes 45 80.4 80.4

No
11 19.6 100.0

Total
56 100.0

ANALYSIS: the above table shows what the retailers feel about the timely supply
of the products for which 80% of the retailer say the suppliers are on schedule and
19.6% of the retailers say there is no timely supply.

Suppliers on Schedule
Suppliers on Schedule
No Yes
F
r
e
q
u
e
n
c
y
50
40
30
20
10
0

INTERPRETATION: The above graph shows that most of the retailers i e 80.4% of
them receive their goods on schedule and 19.6% of the retailers dont get their products
on schedule.
The company should concentrate on the supply of their products so that both the retailer
and the company can gain from it.
BAMUL

EWCM/BKR/GS Page 93

7. What is your mode of payment.

Table 7
Mode of Payment

Frequency Percent Cumulative
Percent
Cash 56 100.0 100.0
Credit
0 0 0

ANALYSIS: The above table shows the mode of payment to the company done by
the retailers in which out of 56 retailers all the retailers prefer to pay through cash
and none of them opt for credit.


Mode of Payment
Mode of Payment
Cash
F
r
e
q
u
e
n
c
y
60
50
40
30
20
10
0


INTERPRETATION: As all the retailers prefer to pay in cash the company can have
good financial turn over periodically and the need to maintain records and appointing of
personnel to collect the dues from the retailers is not necessary.
BAMUL

EWCM/BKR/GS Page 94

8. If you give bulk orders will you get immediate supply.
Table 8
If Bulk Order will you
get Immediate Supply

Frequency Percent Cumulative
Percent
Yes 11 19.6 19.6

No
45 80.4 100.0

Total
56 100.0


ANALYSIS: The above table shows whether the company gives immediate supply if a bulk
order is placed. For which most of the respondents i e 80.4% say no and only 19.6% say they get
immediate supply.

If Bulk Order will you get Immediae Supply
If Bulk Order will you get Immediae Supply
No Yes
F
r
e
q
u
e
n
c
y
50
40
30
20
10
0

INTERPRETATION: The above chart shows that only 19.6% of the retailers get
immediate supply for the bulk orders placed.
The company can concentrate on this type of bulk orders and deliver immediately so that
it encourages the retailer to place more suc bulk orders and also the company can save on
the transportation expenses in this order.

BAMUL

EWCM/BKR/GS Page 95

9. Do you come across any damaged goods
Table 9
Damage Goods Frequency Percent Cumulative
Percent

Yes 42 75.0 75.0

No
14 25.0 100.0

Total
56 100.0

ANALYSIS: The above table shows whether the retailers receive any damaged
good. For which 75% of the respondents ray they receive damaged goods and 25%
of the respondents say they do not receive any damaged goods.
Damge Goods
Damge Goods
No Yes
F
r
e
q
u
e
n
c
y
50
40
30
20
10
0


INTERPRETATION: The above table shows that 75% of the retailers s receive
damaged goods the company should avoid this as the damaged goods is a loss for both
the retailer and the company. The company should improve its packing of the products to
reduce this kind of damages.
BAMUL

EWCM/BKR/GS Page 96

10. Opinion on the promotional strategies of Nandini.
Table 10
Promotional Strategies

Frequency Percent Cumulative
Percent
Very Good 25 44.6 44.6

Average
24 42.9 87.5

Bad
7 12.5 100.0

Total
56 100.0

ANALYSIS: The above table shows the opinion of retailers towards the
promotional strategy of the company for which 44.6% say it is very good, 24% of
them say it is average, and 12.5% of them say it is bad.
Promotional Strategies
Promotional Strategies
7 Bad Very Good
F
r
e
q
u
e
n
c
y
30
20
10
0

INTERPRETATION: The above graph shows that most of the retailers say the
company strategy is very good and average, and about 12.5% of them say the company
strategy is bad.
The company has to improve its promotional strategy so that it can have 100%
satisfaction from the retailers.
BAMUL

EWCM/BKR/GS Page 97


11. Does the executive visit often.
Table 11
Executive Visit

Frequency Percent Cumulative
Percent
Very often 2 3.6 3.6

Often
15 26.8 30.4

Never
39 69.6 100.0

Total
56 100.0

ANALYSIS: The above table is designed to show how often an executive of the
company visits the retailers for which only 3.6% of the respondents say the
executive visits very often, 26.8% of the respondents say visit is only often,& most
of the respondents i e say the executive never visit them.
Executive Visit
Executive Visit
Never Of ten Very of ten
F
r
e
q
u
e
n
c
y
50
40
30
20
10
0

INTEPRETATION: From the retailers point of view, most of the retailers say executive
never visits them and only 3.6% of the retailers say the executive visits them very often.
It is necessary that the executive should visit the retailers oftenly so that the company can
get the first hand info about the pros and cons of theis products and the visit also
improves the relationship.
BAMUL

EWCM/BKR/GS Page 98

12. How do you rate the displays and POP of BAMUL

Table 12
POP and Displays

Frequency Percent Cumulative
Percent
Excellent 2 3.6 3.6

Good
13 23.2 26.8

Average
25 44.6 71.4

Bad
16 28.6 100.0

Total
56 100.0

ANALYSIS: The above table shows whwt the retailers think about the pop and displays
of the company, for which only 3.6% of the retailers say it is excellent, 23.2% of the
retailers say it is good, 44.6% of the retailers say it is average, and 28.6% of them ay it is
bad.
POP and Displays
POP and Displays
Bad Average Good Excellent
F
r
e
q
u
e
n
c
y
30
20
10
0

INTERPRETATION: The above graph shows the perception of the retailers
about the POP and Displays is up to average, the company should improve in this
view so that it con attract more comsumers.

BAMUL

EWCM/BKR/GS Page 99

QUESTIONNAIRE (RETAILERS)
I, Mr Gaurav S, BBM Student of EAST WEST COLLEGE OF BUSINESS
MANAGEMENT, conducting study to evaluate CONSUMERS PERCEPTION AND
RETAILERS OPINION TOWARDS NANDINI MILK PRODUCTS at BAMUL,
I request you to kindly spare few minutes of your schedule to answer the following
questions
1. Name:
2. Address:

3. Since how long are you dealing with Nandini milk products.
a) Less than 1 year ( ) c)2-3 years ( )
b) 1-2 years ( ) d) More than 3 years ( )
4.What is opinion on the margin of commission given for Nandini milk products.
a) Very Satisfied( ) c)Fairly satisfied ( )
b) Satisfied ( ) d) Not satisfied ( )
5. Do you find seasonal variations in demand for Nandini milk Products.
a) Yes ( )
b) No ( )
6. Are the products supplied effiently throughout the year
a) Yes ( )
b) No ( )

7. What is your opinion on Nandini milk products
a) Very good ( ) c) Bad ( )
b) Average ( )
8. Are suppliers as per schedule.
a) Yes ( )
b) No ( )
9. What is your mode of payment.
a) Cash ( )
b) Credit ( )
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10. If you get bulk orders will you get immediate supply.
a) Yes ( )
b) No ( )
11. Do you come across any damaged goods.
a) Yes ( )
b) No ( )
12. Does consumers complain about the product.
a) Yes ( )
b) No ( )
If yes what kind of complaints

..

14. Does the executive visit often.
a) Very often ( ) c) Never ( )
b) Often ( )
15. Opinion on the promotional strategies of Nandini.
a) Very Good ( ) c) Bad ( )
b) Average ( )
16. How do you rate the displays and POP of BAMUL
a) Excellent ( ) c) Average( )
b) Good( )
17. What are your suggestion for the success of Nandini milk products

.

DATE;
PLACE; SIGNATURE

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SUMMARY OF FINDINGS

FINDINGS FROM THE RETAILERS

Most of the retailers are holding the dealership for more than 3 years but they
are not satisfied by the margin of commission.
Even though the supply is on time when there is a bulk order there is no back up
by the KMF.
Most of the retailers have good opinion on the nandini milk products but they
receive some damage goods.
Retailers also like consumers feel there is lack of promotion to the products and
no executive visit at all.











SUGGESTIONS & CONCLUSION
Consumer is king is the traditional beliefs amongst the Indian businessmen. It holds
good even today and will be more so in the highly competitive days ahead. . The
emphasis on quality relates not only to product quality but also to the quality of service.

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Retailers dealing with Nandini Milk Products has to be given more incentives to
push the sales of Nandini Milk Products.
Due to the increasing competition the company has to adopt new and improved
promotional strategies to attract new and retain existing customers through
better relationship with the retailers.
It is better to conduct a continous or periodic market research to identify the
position of the market and to know about the changes what customers want in
their products.
Considering greater market demand the research suggested Nandini to adopt
middleman as well as retailer in order to proper distribution and smooth
functioning of the product in the market.

The density of milk should improve in order to get better quality of the product.

During the survey it has been observed that the purchasing decision are mostly
guided by the availability of the product. So the company has to make optimum
use of its present distribution system to make the product available through agents
and retailer outlets throughout the day, if possible.

With a view of motivating employees and agents, it is recommended that the
company provide bonus, retirement benefits and reward respectively for doing
their job better.

Company should increase Nandini Milk Products parlor at different places of
city. As demand is more at Matikere , Mekri circle and Rajajinagar they have to
give special importance to these areas.

It has been observed that sometimes retailers suggest the consumer for buying the
particular brand because they get higher commission as compared to other brands.
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So, it is recommended to the company that should think for giving attractive
commission to the retailers if possible, otherwise company could give some
reward if they achieve more targets.







CONCLUSION

From the above findings we can conclude that Nandini is doing better in marketing of
the milk and milk products by keeping into consideration the aspects like price, quality,
availability but it is some what lacking in its promotional activities as per the survey
conducted to the retailers with regard to their perception towards Nandini milk products
in Bangalore City North . It is competing with other brands by acquiring a greater
market share so it is necessary to take the steps with regard to promotional activities to
both the retailers and consumers to build its brand name and acquire a greater market
share.








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ACKNOWLEDGEMENT

Its easy Thank you But its harder to convey The deep and heartful gratitude.
I really feel inside But may be having said This much, by now Your thoughtfulness means More to me than
words Will ever show.

I extend my my fullest gratitude to Dr. V. Lakshman Reddy ,M.D of BAMUL for
freely encouraging into his precious time for preparation of the report

I express my sincere gratitude to Mr. Mune Gowda ,Marketing Manager BAMUL
LTD. For providing me an opportunity to under take this project

I also would like to thank the PRESIDENT OF BAMUL, Mr. Debbur Jayanna. For
encouraging me in towards this project

I am greatly indebted to all the dynamic personalities serving in Bamul especially to
marketing department and who have helped in various departments for their kind co-operation
and their help
I am extremely thankful to my guide and principal B.K.Raghavan of EAST WEST
COLLEGE OF BUSINESS MANAGEMENT
BANGALORE-560091
Last but not the least I extend my humble gratitude and thanks to my parents, friends and
relatives who have helped in this project, special thanks to all respondents who have freely
participated in this project

Finally I thank the lord almighty and will eternally remain indebted for ever


YOURS SINCIERLY
GAURAV.S
BAMUL

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